Analyzing Restaurant and Nightlife Data with Context Dining & Nightlife Scores

on April 15, 2014 at 10:51AM

Maponics has released its newest addition to the Context™ product suite: Dining & Nightlife Scores.

This dataset provides a snapshot of how easy it is to reach restaurants, bars and clubs within a Maponics boundary, such as a neighborhood.

Maponics has done all the “heavy lifting” of calculating all the possible driving routes to five types of dining and nightlife points of interest (POIs):
restaurant and nightlife data

  • Fine Dining
  • Family Dining
  • Fast Food
  • Bars
  • Clubs

How Dining & Nightlife Scores Works

To generate Dining & Nightlife Scores, Maponics analyzed national POI data for restaurants, nightclubs and bars and mapped them onto a street network, deriving dozens of various routes a driver could take to reach these POIs.

Each score represents accessibility to POIs by driving from an origin point within a boundary. Scores range from 0.0 to 5.0 – with 5.0 being the highest, most accessible score.

Scores were calculated by:

  • finding population densities within each boundary and then deriving origin points for route calculations within them,
  • looking at all available POIs within a maximum distance of 15 minutes’ driving time from those origin points and
  • taking into account the effect of the road types, road classifications and speed limits.

Once scores were calculated for every boundary, we created a national score – so a score of 4.5 in New York City equals a 4.5 for San Francisco.

restaurant and lifestyle data

Mynt Lounge, a nightclub in Miami Beach, Florida. At 4.1, the City Center neighborhood, where Mynt Lounge is located, has a high Clubs Score. Image source: South Beach Magazine

Who Can Use Dining & Nightlife Scores

Dining & Nightlife Scores helps consumers understand which neighborhoods have the most access to restaurants, bars and clubs, suggesting the best places to look for a property if they’re looking for a vibrant home base.

Dining & Nightlife Scores is also helpful for investors: Studies show that properties that are closer to POIs, such as restaurants, often hold their value more successfully than those farther from POIs, making those properties a potentially more sound investment.

restaurant and nightlife data

Pearl Restaurant and Champagne lounge in the South Point neighborhood of Miami Beach, Florida. Also known as South Beach, this energetic neighborhood boasts a 4.1 Fine Dining Score. Image source: South Beach Magazine

Dining & Nightlife – Valuable Addition to Context Product Family

When combined with Context Demographics, Context PRIZM, Context Walkability™ and the other datasets within the Context suite, Dining & Nightlife is a valuable tool that helps the real estate industry, social media applications, direct marketing firms and many others leverage the benefits of highly granular, descriptive data.

“Dining & Nightlife is one more component in building a comprehensive picture of what is happening in a particular area,” said Mike Villarreal, Maponics Context Product Manager. “It gives the true ‘flavor’ of a neighborhood.”

To learn more about Context Dining & Nightlife Scores, get in touch.

How to Use ZIP+4 for Direct Marketing and Marketing Intelligence

on April 10, 2014 at 4:44PM

ZIP+4

ZIP+4′s are the designation by the United States Postal Service (USPS) for a nine-digit ZIP Code structure. The USPS added the 4-digit extension to the standard 5-digit ZIP Code in the 1980s to facilitate mail sorting and delivery.

The 4-digit extension represents a geographic segment within the larger ZIP Code, such as one side of a city block, a group of apartments, a single large building or even one floor of a skyscraper.

By contrast, ZIP Codes represent over 7,400 people each.

ZIP+4

Customer Segmentation

The benefit of using ZIP+4 codes for marketing intelligence is that they can provide just the right amount of granularity when seeking to effectively direct market to customers.

Depending on marketing needs, a ZIP Code can be too large to tell companies enough about their customers. And information about each individual consumer is time-consuming to process and difficult to obtain.

Here’s an example of how a large home improvement chain would use ZIP+4 data for direct marketing and gaining marketing intelligence…

A home improvement chain retailer has a list of thousands of member addresses across the country, and needs to quickly and efficiently associate those addresses down to precise units of geographies for a targeted direct mail campaign. The ZIP Codes help, but not to the level of precision the retailer requires.

With ZIP+4 centroids that contain address ranges, the retailer can quickly assign addresses directly to ZIP+4 codes along with the associated latitude and longitudes, all powerful tools in launching a direct mail campaign.

After successfully assigning ZIP+4 codes to their members’ addresses, the retailer can now cost-effectively segment and direct market to their members. Having the ZIP+4 codes assigned to addresses will also allow the retailer to use powerful demographic and analytic data to gain greater intelligence about their customers and their customers’  behavior.

ZIP+4's

Image source: The News & Observer

Maponics ZIP+4 Database

Maponics ZIP+4 database includes 66 million ZIP+4′s, 62 million of which have been assigned a latitude and longitude. We also keep our customers current with quarterly updates, which is especially important for ZIP Code data.

Maponics is so trusted that the USPS refers customers looking for ZIP Code data directly to Maponics. Maponics is the only provider of postal map data that is listed on USPS.com as a resource for postal data, ZIP Code maps, carrier route reports and other postal maps and reports.

Interested in postal data? Contact us – or download our report, Is Your ZIP Code Data Delivering?